Project: Rebranding for a Gen Z Male Skincare Market
Company Overview:
Kiehl’s is a globally recognized skincare brand known for its quality, naturally derived ingredients, and commitment to sustainability. With its origins dating back to 1851, the brand has built a strong legacy and loyal customer base, particularly among women. However, Kiehl’s sought to expand its appeal to the male Gen Z demographic by launching a new sub-brand called Elixir, with a focus on simplicity, sustainability, and inclusivity.
Business Challenge:
The primary goal was to create a skincare line that could resonate with young men aged 16-25. The challenge was to break through the traditional gender boundaries of skincare and create an authentic connection with the values of Gen Z, which include individuality, self-expression, and environmental consciousness.
Key Contributions:
One of my key contributions to this project was redefining the brand slogan and ensuring it resonated with the target audience’s values of authenticity and sustainability. Our team developed a comprehensive branding and marketing strategy aimed at positioning Elixir as a fresh, inclusive, and eco-friendly skincare line.
Approach:
Market Research: The team conducted in-depth market analysis to understand the skincare needs and preferences of Gen Z men. We identified key pain points such as acne, oiliness, and environmental damage, while focusing on the values of sustainability and self-expression.
Branding Strategy: The new sub-brand, Elixir, was designed to be gender-inclusive, simple, and 100% natural. We created a visual identity that was fresh and modern, with an emphasis on eco-friendly packaging and cruelty-free products.
Product & Packaging Design: The product line consisted of a toner, moisturizer with SPF, serum, and cleanser. We developed a tiered pricing strategy and emphasized the use of refillable, eco-friendly containers to appeal to the environmentally conscious consumer.
Marketing Strategy: Our communication tools included social media partnerships, influencer marketing on platforms like TikTok and Instagram, and educational content to engage our audience. Seasonal marketing initiatives and strategic planning for long-term growth were also part of the roadmap.
Results:
The rebranding of Kiehl’s into the Elixir sub-brand successfully captured the interest of Gen Z males, with measurable increases in brand awareness and engagement. This project was recognized as one of the best in our class for its innovative approach to branding and consumer engagement.
